Abstract Purpose: The purpose of this research is to employ the SERVQUAL model and its collarry, the gap

theory, in assessing the quality of services provided at one of the popular five star hotels in Bahrain, named the Gulf Hotel. Methodology: The sample of this study represents two groups: First, 395 hotel guests who have stayed at the hotel for a period of two or more nights Second, 11 managers from different departments of the hotel. The required data were gathered through personal interviews with the sample, using two sets of specially designed questionnaires, one for the guests sample and the other one for the managers sample. Findings: The Reliability test, using cronbruch Alpha Coefficient, indicates that all SERVQUAL dimensions (i.e. Tangibles, Reliability, Responsiveness, Assurance, and Empathy J, for both guests and managers, scored high which means that items in each dimension are highly correlated, therefore, reliable. Gap analysis (gap 5) indicates customer dissatisfaction with the service quality in terms of 55% if the SERVQUAL attributes (i.e. 12 items out of 22). Fore such items, customers' perceptions fell short of their expectations. Another gap analysis (gap 1) shows that management are not fully aware of what may satisfy guests. They overestimated guests' expectations in terms of items pertaining to Reliability and Empathy, while underestimating the dimension of Assurance. Implications: The findings of this research might be taken by the decision markers at the hotel as a base on which they can design the right strategies and policies o reduce or even close the gaps, therefore achieve more customer satisfaction. I. INTRODUCTION In today's competitive environment examining service quality is considered an important strategy. Service quality is an important determinant of success in attracting repeat business. While the reasons for the initial visit to a firm may be due to factors partly outside the control of management, the ability to create a satisfactory experience for the customers will rest, to a considerable degree, within the hands of both management and staff. This research intends to investigate service quality in one of the five-star hotels in Bahrain, named the Gulf Hotel. To measure the service quality an instrument named SERVQUAL shall be used. Since its inception in 1988 (parasuraman, Zithmal and Berry, 1985, 1991, 1994), the SERVQUAL has been extensively used in service quality research and has become a popular measure of service quality within the hospitality industry (Luk & Layton, 2004; Nadiri & Hussai, 2005; Antony et al., 2004; Johns and Tyas,1996, 1997; Knuston et al., 1991; Lee and Hing 1995; Mels et al., 1997; Saleh & Ryan, 1991). SERVQUAL assumes that service quality is a

assurance and empathy. OBJECTIVES OF THE RESEARCH PROJECT The main purpose of this research project is to employ the SERVQUAL model and its collary.of the service to help customers and provide prompt service. The concept of gaps between expectation and perception of the hotel service package. As a result. 2. * Reliability: the ability of the service to perform the promised service dependably and accurately. * Empathy: the ease of access. their research revealed that there are five dimensions of service quality where gaps between expectation and perception may exist. More specifically. and the narrowing or elimination of these gaps would lead to improved service quality. Relates to the guests' expectations and guests' perceptions of the service quality. * Assurance: the competence of the service and its security. Furthermore. as originally developed by Parasuraman. The developers of SERVQUAL suggest that analyzing the gaps between expectations and perceptions offer diagnostic insights useful in assessing and improving service quality. The service quality gaps to be measured in this study will be confined to the following two major gaps suggested by Parasuraman et al (1985): Gap 1: The Management Perception Gap. equipment. SERVQUAL includes 22 items representing expectations and 22 items representing perceptions. Zeithaml and Berry (1985) and especially its modified newer version (1988). The concept of the SERVQUAL model. the objectives of the proposed study are to employ the following tools and procedures to measure service quality: 1. in assessing the quality of service provided at a five star hotel in Bahrain. named the Gulf Hotel. Relates to the management perception of guests' expectations and guests' actual expectations. 3.comparison of expected performance with perceived performance. approachability and effort taken to understand customers' requirements. The five dimensions of service quality were identified as: * Tangibles: the appearance of physical facilities. . II. The five dimensions of tangibles. personnel and communication materials related to the service. * Responsiveness: the willingness. the gap theory. Gap 2: The perceived service quality gap. credibility and courtesy. responsiveness. reliability.

Gap 3: The service delivery gap. Gap 5: The perceived service quality gap. The difference between customers' perceptions and expectations of service quality. (1985) proposed five quality gaps reflecting perceptions and expectations of service recipients (i. . Gap 2: The quality specification gap.Gap Analysis For measuring service quality.e. Difference between specifications of service quality and the delivery of those specifications to the customers. Gap 5 analysis: Gap between guests' expectations and their perceived service provision. Parasuraman et al. Pertains to the management perception of customers' expectations versus customers' expectations. customers) and service providers (i. managers). Relates to the management perception of consumers' expectations and the translations of those perceptions into service quality specifications. Gap 4: The market communication gap. These five gaps are: Gap 1: The management perception gap.e. The difference between promises given by market communication activities and the service delivered to the customers.

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